Systematic review on B2B branding: research issues and avenues for future research | Emerald
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This paper focuses on testing the model of consumer's buying decision of Multi-Purpose
Vehicle (MPV) cars. The research model involved four independent variables of brand …

Although the relevance of consumer brand commitment is well recognized in the marketing
literature, the multiple definitions, dimensions and conceptual approaches to the construct …

A model is developed to examine the relationships among marketing-mix efforts (channel
performance, value-oriented price, promotion, and after-sales service), corporate image …

Switching costs and customer satisfaction may differently affect marketing strategy.
Managers would benefit from knowing how different switching costs (financial, procedural …

The creation of value is admittedly a critical task for marketers regardless of industry. This
paper focuses on a type of value that has traditionally been perceived as irrelevant to …

The role of attachment as a driver of industrial brand loyalty has largely been investigated at
the inter-organizational level, while there is a notable lack of studies on industrial buyers' …

Quality of in-flight food and beverage is undoubtedly one of the most important requisites for
passengers' pleasurable flight experiences in the full-service airline industry. Nonetheless …

This study contributes to shipping research by profiling container shipping lines with respect
to their sustainability related brand positioning strategies through their social media …

Few studies have examined potential impacts of firm's capabilities upon industrial brand
equity, and it remains unclear how value co-creation exerts an effect in the capabilities …